Australia's Leading Ophthalmic Magazine Since 1975

Australia's Leading Ophthalmic Magazine Since 1975

Optometry Australia says campaign reached millions

01/08/2018 • By Matthew Woodley

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Optometry Australia (OA) claims to have influenced more than 2.3 million Australians to book an eye examination since it launched its Good Vision For Life campaign.

The peak body commissioned a survey of 1,158 people in June, from which it extrapolated its figures. According to a media release, OA estimates that 1.3 million Australians aged 18 years and over were influenced by the campaign in the past 12 months to make an appointment with an optometrist, compared to 1.07 million in 2017.

It also believes that the number of Australians who would now see an optometrist first, as opposed to GPs or pharmacists, for a range of eye conditions such as dry or gritty eyes, has also increased as a result of the campaign – in the process meeting a primary goal to influence key household decision makers.

“We are delighted with the results given that our budget is modest for a national awareness campaign of this nature.”

Trinity Scarf, OA

OA’s national campaigns manager Ms Trinity Scarf said Good Vision For Life had hit its mark among consumers and members alike.

“Awareness campaigns are designed to foster understanding and create habits, so it is pleasing to see this upward trend, reflected by the results of the consumer survey,” she said.

“We are delighted with the results, given that our budget is modest for a national awareness campaign of this nature. This means that we have had to be smart where we have allocated our promotional spend to ensure the campaign messages reach our targeted consumers.”

Scarf said OA had utilised innovative media channels as well as high-reaching traditional media, such as free-to-air radio advertising, to reach the campaign’s target audience.

“In lieu of a TV-sized budget, a robust video strategy was required to continue to harness our strong video material created in the first year of the campaign,” Scarf said.

“Cinema was identified as the main outlet for this strategy, due to its scale and targeted relevance to the audience, and we also introduced in-home catch up TV.”